Consumers seem to enjoy the thought of continuous discounts, and still keep their belts tight.

AMP Capital Shopping Centres discovered the hard truth through a survey of 1000 shoppers. The study pointed out that 45 percent of respondents were growing tired of constant sales and, as a result, were no longer persuaded to grab the discount offers.

Managing director Helen Bakewell of Directional Insights, the company which conducted the survey, said, “When it comes to sales they want to see a genuine stocktake sale that offers real discounts” because constant 'sale' signs have lost their appeal . . . and are seen as just a marketing tactic.”

The survey found that consumers were spending more on discretionary items such as dining out. Twelve percent of respondents expected to spend more on dining out compared with just 6 percent in July last year.

Moreover, the survey showed 48 percent worried over rising utility costs, 41 percent worried about personal debt levels, and 22 percent worried of rising interest rates.

The results of the Melbourne Institute for Westpac survey mirrors that of the AMP study, The survey highlights consumers spending less and being more cautious about savings. Twenty one percent of the respondents considered paying down debt as the wisest form of savings.

Westpac senior economist Matthew Hassan said, “The survey is telling us we are not in the full flush of consumer spending and we have to (heed) what retailers are saying.”